We all work hard on developing content for your blog, but what happens after it’s posted? Yes, you optimize it for search and you use various social sites to promote it, but is that all?
Repurposing is taking an existing piece of content and communicating your ideas in different ways using different media (i.e. SlideShare, infographic, podcasts) to deliver the same message from several different angles. Not all content should be repurposed though. You should stick to your core message that’s not time sensitive.
I recently read a post by Darren Rowse, How to Repurpose Your Content and Why You Should Do It that gave great insights on not only Why but How to do it effectively.
Here are some of his key takeaways on doing it correctly:
- Choose your content carefully – make sure it’s central to your key messaging and is not time sensitive.
- Think carefully about the medium – some people like to read, others would prefer a podcast and yet others are drawn to infographics.
- Use a different angle – while the subject matter would be the same, there are several ways you can approach the subject.
Some other suggestions from Darren are:
- Spread out the repurposed content over a period of time to give the reader time to absorb it.
- Repurpose as you write original content.
- Utilize your archives. Check out what has had good response in the past and work with that.
- Keep it visual.
- Make sure to cross link back to original content.